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千里行客棧
行業:餐飲住宿
服務:品牌設計, 導視系統


千里行客棧是石家莊國大酒店經營有限公司繼驛家365連鎖酒店之后推出的又一自主創新的經濟型酒店品牌,屬百元快捷酒店品類。此類產品相比快捷酒店室內空間更小,因其硬件條件的限制,住宿的舒適性差一些,需要賦予產品更具活力的品牌力量,將顧客對產品功能的關注轉換為對品牌形象和氣質的感受,從而使顧客得到更多的精神體驗。根據市場調研報告,項目組將目標消費群鎖定為年輕的城市白領、高校學生,并用品牌作業工具對消費群的行為模式及消費習慣進行了多維度的分析研究,挖掘這部分消費群的精神特質:他們年輕,充滿激情,追求輕松而不幼稚的生活;他們胸懷理想、積極向上,希望得到成功的召喚。這種精神特質與千里行品牌名稱價值不謀而合,作業前期就決定將其植入品牌內核中,在形象表達上則以輕松愉悅的調性塑造品牌記憶點,給予顧客潛意識里關于成功的心理暗示。

每個人心中都有一個流浪的夢,每個人心中都有一個遠方的家——森林綠環抱中的白馬,就是我們愛自然的口號,是我們“在路上”的標貼。標志以剪紙的造型、標貼的輪廓,清晰直接地宣告:我是年輕的行者,我愛路上的家。同時,標貼也象征了更快捷、更輕松的服務體驗。兼具活力與親和力的形象,以簡約時尚的視覺感召,吸引著年輕人的關注;以夢為馬、昂首未來,每一片綠色都帶來一段美好的旅途風景,每一站停泊都記憶著屬于我們的“千里之行”。


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